Exchange 2002 PROGRESS WORLDWIDE Taking Your Products WorldWide
- Slides: 35
Exchange 2002 PROGRESS WORLDWIDE Taking Your Products World-Wide Texin, Director, International Products
Steps to Going Global 2002 PROGRESS WORLDWIDE Exchange 1. Decide countries to target – Start simple, with similar cultures – Low cost of entry, immediate returns 2. 3. 4. 5. 6. Learn their technical requirements Research changes to your product Find a distribution mechanism Consider other issues Commit or retreat Exchange 2002, Chicago, IL, USA 2 © 2002, Progress Software Corporation
Learn the Requirements 2002 PROGRESS WORLDWIDE Exchange Technical, Sales, Marketing, Organizational n Language and Cultural Requirements n Legal Differences / Copyright Laws n Different Selling Techniques n Pricing and Discounts n Technical Support Requirements Exchange 2002, Chicago, IL, USA 3 © 2002, Progress Software Corporation
Other Issues n n 2002 PROGRESS WORLDWIDE Exchange Source Code Protection Unified Look and Feel: Collaborations Your Export Laws / Their Import Laws Cross-cultural, geographically distributed Communication Exchange 2002, Chicago, IL, USA 4 © 2002, Progress Software Corporation
Commit or Retreat n n n 2002 PROGRESS WORLDWIDE Exchange Realistic Estimate of Expense Conservative Estimate of Returns Trade off Short Term for Long Term Are you ready now? Review and Status Mechanism Exchange 2002, Chicago, IL, USA 5 © 2002, Progress Software Corporation
Taking your product worldwide 2002 PROGRESS WORLDWIDE Exchange A management perspective Defining the problem Software internationalization Text translation Project budgeting Resourcing Exchange 2002, Chicago, IL, USA 6 © 2002, Progress Software Corporation
2002 PROGRESS WORLDWIDE Defining the problem Exchange How do I take software designed for one regional market to other markets? n n What methodologies should I consider? What are the tradeoffs? How do I estimate the effort? How do I acquire expertise? Exchange 2002, Chicago, IL, USA 7 © 2002, Progress Software Corporation
2002 PROGRESS WORLDWIDE Defining the problem Exchange Catering product packaging, functionality and documentation to regional differences Communication – Language, Symbols, Graphics, Metaphors Conventions – Date, Time, Number, Calendar, Currency Practices – Work hours, Workflow, Accounting, Legal Forms of address – Title, Name, Address, Exchange 2002, Chicago, IL, USA 8 © 2002, Progress Software Corporation
Opportunities of different sizes Internet commerce in 2003 2002 PROGRESS WORLDWIDE Exchange Source: Forrester Research, Inc. Exchange 2002, Chicago, IL, USA 10 © 2002, Progress Software Corporation
What methods should I consider? Customization n Edit code for 1 market – – n Smaller effort Less cost Faster to market You gain intn’l experience Internationalization n Supports all markets – Large initial effort – Lower entry cost for subsequent markets – Less maintenance and support cost – Fast entry to new markets – Simultaneous release – Scales Different products – More maintenance and support costs – Delays entry to markets – Doesn’t scale Exchange 2002, Chicago, IL, USA 2002 PROGRESS WORLDWIDE Exchange 11 © 2002, Progress Software Corporation
What methods should I consider? 2002 PROGRESS WORLDWIDE Exchange Levels of Internationalization A strategy of compromise n n n My Rules, Everywhere One Language, Multiple Countries West+East European (Single Byte) Asian (Double Byte) Middle Eastern (Right-to-Left Languages) Multilingual, Dynamic selection Exchange 2002, Chicago, IL, USA 13 © 2002, Progress Software Corporation
What methods should I consider? 2002 PROGRESS WORLDWIDE Exchange Levels of Internationalization Tradeoffs n Invest only for markets you reasonably expect to enter over the next few years n Leverage markets with similar requirements n Total cost greater than internationalization if more markets added later n Risk missing regional opportunities n Risk missing multinational customers Consider parallel development tracks Exchange 2002, Chicago, IL, USA 14 © 2002, Progress Software Corporation
Taking your product worldwide 2002 PROGRESS WORLDWIDE Exchange A management perspective Defining the problem Software internationalization Text translation Project budgeting Resourcing Exchange 2002, Chicago, IL, USA 16 © 2002, Progress Software Corporation
A non-internationalized application 2002 PROGRESS WORLDWIDE Exchange dates currencies times numbers Address images formats colors titles Legal rules Accounting rules Exchange 2002, Chicago, IL, USA sounds text 17 © 2002, Progress Software Corporation
2002 PROGRESS WORLDWIDE Customized methodology Exchange Each new language repeats the development and QA, effort that has gone before. It is inefficient. Exchange 2002, Chicago, IL, USA 19 © 2002, Progress Software Corporation
2002 PROGRESS WORLDWIDE Customized methodology Exchange Harder to Outsource n Requires intimate architecture knowledge n Difficult to maintain compatibility n Reveals proprietary information n Requires (more expensive) skills in your technologies beyond Internationalization Exchange 2002, Chicago, IL, USA 20 © 2002, Progress Software Corporation
An internationalized application 2002 PROGRESS WORLDWIDE Exchange dates currencies times numbers Address Language and Locale images formats Independent Code colors titles Accounting rules Exchange 2002, Chicago, IL, USA Dep en d n e e d o t. C Legal rules sounds text 21 © 2002, Progress Software Corporation
A localized internationalized application 2002 PROGRESS WORLDWIDE Exchange Original Application Efficiently Localized 2 1 versions Fr-1 Fr-2 Ja-1 Ja-2 Sp-1 Sp-2 It-1 It-2 Exchange 2002, Chicago, IL, USA 23 KIT-1 KIT-2 © 2002, Progress Software Corporation
A localized internationalized application KIT-1 Fr-2 Sp-1 Sp-2 Exchange 2002, Chicago, IL, USA 2002 PROGRESS WORLDWIDE Exchange Easier to Outsource n Architecture knowledge not required n Easier to maintain compatibility n Protects proprietary information n Generally requires only Internationalization skills n Lower cost engineers KIT-2 It-1 It-2 24 Ja-1 Ja-2 © 2002, Progress Software Corporation
Taking your product worldwide 2002 PROGRESS WORLDWIDE Exchange A management perspective Defining the problem Software internationalization Text translation Project budgeting Resourcing Exchange 2002, Chicago, IL, USA 25 © 2002, Progress Software Corporation
2002 PROGRESS WORLDWIDE Exchange Text translation Key considerations n Efficiency n Consistency – UI, help, documentation, marketing, packaging materials n n Accuracy of translations Writing quality Exchange 2002, Chicago, IL, USA 26 © 2002, Progress Software Corporation
2002 PROGRESS WORLDWIDE Exchange Text translation Efficiency, Consistency, Accuracy Strategies n Prepare for text expansion, word reordering n Reduce repetition and overall word count n Reuse text when possible and appropriate n Use simple sentence structure. n Consider professional translators – Insures quality writing and accuracy, – Uses current language, avoids faux pas Exchange 2002, Chicago, IL, USA 27 © 2002, Progress Software Corporation
2002 PROGRESS WORLDWIDE Exchange Text translation Efficiency, Consistency, Accuracy Strategies n Create glossaries – Key product and industry terminology – Identify competitor’s terminology – Specify proper usage n Use tools with translation memory – Reuses previous translations – Reduces cost, improves consistency Exchange 2002, Chicago, IL, USA 28 © 2002, Progress Software Corporation
It’s not just about software 2002 PROGRESS WORLDWIDE Exchange Concerns in Advertising n n Singapore influences the ratio of nationalities and sexes in Ads You cannot refer to your competition in ads in Germany French laws have language requirements Body language is interpreted differently around the world. Exchange 2002, Chicago, IL, USA 29 © 2002, Progress Software Corporation
Taking your product worldwide 2002 PROGRESS WORLDWIDE Exchange A management perspective Defining the problem Software internationalization Text translation Project budgeting Resourcing Exchange 2002, Chicago, IL, USA 30 © 2002, Progress Software Corporation
2002 PROGRESS WORLDWIDE Exchange Project budgeting Considerations estimating project size, cost n Number of languages n Number of translate-QA iterations n Ongoing development impacts translation n Software translation – UI-procedures, dialog boxes, screens, message text (error, log), – Report-procedures – Help, Electronic doc, HTML, etc. – Graphics (icons, images) Exchange 2002, Chicago, IL, USA 33 © 2002, Progress Software Corporation
2002 PROGRESS WORLDWIDE Exchange Project budgeting Considerations estimating project size, cost n Software engineering – text parsing or manipulating procedures – strings that do not get translated – procedures not using native data types (such as date, integer, decimal) – third party products (e. g. OCX, DLL) – technologies employed (4 GL, HTML, Java) – market-specific features (local tax rules) Exchange 2002, Chicago, IL, USA 34 © 2002, Progress Software Corporation
2002 PROGRESS WORLDWIDE Exchange Project budgeting Considerations estimating project size, cost n Product documentation – Word count (~$0. 30/word) – Unique phrases vs. all phrases – graphics – cross-links, indexes – application context-sensitive links to help n n Translation tool support for your Word Processor/Publishing/Help software Glossary development, maintenance Exchange 2002, Chicago, IL, USA 35 © 2002, Progress Software Corporation
2002 PROGRESS WORLDWIDE Exchange Project budgeting Considerations estimating project size, cost n Number of words, procedures etc. times cost/word, estimated cost/procedure, etc. n Multiply by factor for iterating, QA, management n add in estimate for market-specific development, QA (e. g. local tax laws) n Add in fixed costs (tools, software) Exchange 2002, Chicago, IL, USA 36 © 2002, Progress Software Corporation
Taking your product worldwide 2002 PROGRESS WORLDWIDE Exchange A management perspective Defining the problem Software internationalization Text translation Project budgeting Resourcing Exchange 2002, Chicago, IL, USA 37 © 2002, Progress Software Corporation
2002 PROGRESS WORLDWIDE Resources for globalization Exchange Considering the candidates n n n Your staff Your distribution channel or partners Progress Globalization Empowerment Vertical Industry Specialists Some combination of the above Exchange 2002, Chicago, IL, USA 38 © 2002, Progress Software Corporation
2002 PROGRESS WORLDWIDE Exchange Resourcing Analyze your resource choices n Current on relevant regional requirements, language and conventions? n Appropriate skills and experience? n Uses appropriate tools? n Self-managing or you manage? n Pure financial cost or ties up resources that can be used elsewhere? n Cost, time-to-market, or overall efficiency? n Ownership (translation, glossary)? n Translation part of distributor agreement? Exchange 2002, Chicago, IL, USA 39 © 2002, Progress Software Corporation
2002 PROGRESS WORLDWIDE Take your product worldwide! Exchange You have the tools now! The cultural requirements Software Methodologies Translation strategies Project budgeting Potential Resources Exchange 2002, Chicago, IL, USA 41 © 2002, Progress Software Corporation
Globalization at Exchange 2002 n 2002 PROGRESS WORLDWIDE Exchange Globalization Empowerment – This afternoon Text goes in, mxyzptlk goes out 2: 45 pm - 3: 45 pm, Tuesday 4 June 5: 15 pm - 6: 16 pm, Tuesday 4 June n Progress Expo n – I will be in the Progress Booth – 3: 30 pm - 7: 00 pm Monday – 12: 30 pm - 2: 45 pm Tuesday Exchange 2002, Chicago, IL, USA 42 © 2002, Progress Software Corporation
2002 PROGRESS WORLDWIDE Exchange Going global! Now it is up to you! Questions? Exchange 2002, Chicago, IL, USA 43 © 2002, Progress Software Corporation
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